Time-sensitive
JOB TO BE DONESend a package fast with minimal decision effort.
FRICTIONDelivery time is hard to compare across apps.
HomeMenu
Services List & Comparison
Helping senders compare delivery services by price, ETA and service type, without leaving the flow or relying on memory.
PRODUCTALOPEYKFOCUSMOBILE PRODUCT DESIGNEVIDENCEDesign task · usability findings and proposed iteration
THE PRODUCT PROBLEMOne delivery decision.
One delivery decision.
Too many disconnected apps.
Senders already know what matters to them: price, delivery time and service type. What they do not know is which courier is the right choice.
To compare, they leave the flow, enter the same pickup and drop-off details again and hold the differences in memory.
PROBLEM STATEMENT
Decision ambiguity appears before commitment, exactly when abandoning the flow is easiest.
- Information is entered multiple times
- Criteria are held in memory
- Comparison happens outside the system
01
USER SEGMENTS
Same task. Different priorities.
Price-conscious
JOB TO BE DONEFind the most affordable option without repeating inputs.
FRICTIONPrices are scattered and mental comparison is unreliable.
Frequent senders
JOB TO BE DONEMake quick, confident decisions based on prior experience.
FRICTIONEvery comparison starts from scratch.
HYPOTHESES
What had to be true?
- A visible baseline makes decisions faster and more consistent.
- Even small price or time differences can change the choice.
- Highlighting meaningful differences reduces mental comparison.
- A clear reference point makes comparisons measurable.
02
RESEARCH & INSIGHTS
Turning uncertainty into design rules.
METHOD
Competitive analysis
AloPeyk · SnappBox · Tapsi
Reviewed how price, time and service type are surfaced in similar products.
Users need a baseline
A reference point makes similar options easier to judge.
Highlight the meaningful difference
Best-option emphasis reduces cognitive load and speeds decisions.
Balance overview and control
Show all options first, then let advanced users refine.
Sort by price + delivery time
A combined default is more useful than a single-variable ranking.
03
SUCCESS CRITERIA
Usability tied to business value.
Decision time
From landing on comparison to selecting a service
Faster decisions → lower drop-offComparison interaction
Filter, sort and criteria engagement
Clearer differences → better retentionDrop-off rate
Users leaving before service selection
Lower exits → higher conversion04
DECISION LOGIC
A clear route from intent to choice.
1Enter app
2Select pickup
3Select drop-off
4Package type
5Compare
6See baseline
7Refine
8Select service
9Payment
Define the optimal price–time combination.
Call out variations above 15% in price or 20% in time.
Rank options by the user's priority and the shared baseline.
05
SELECTED DIRECTION
Make the difference scannable.
9:41Select service→
PickupDrop-off
Choose the service that fits your priorities
MotorbikeFast & lightweight
15–20 min120K
BEST MATCHVanFor larger packages
30–40 min250K
ExpressPriority delivery
10–15 min180K
Price + ETA together
The two strongest decision signals stay in the same scan line.
One visible recommendation
A baseline guides the user without hiding alternative options.
Progressive control
Advanced filters remain available without making the first view dense.
06
ITERATION
Test what users notice, not just what they complete.
METHODKEY FINDINGDESIGN RESPONSE
Usability testingNew users overlook detailsTooltips and microcopy
Heuristic reviewInformation density creates confusionStronger visual cues
Affinity mappingHierarchy drives confidenceHighlight meaningful differences
KEY OUTCOME58%
Frequent users performed better than new users, revealing the value of recognition, history and guided comparison.
NEXT ITERATION
Personalized AI recommendations
Suggest the best-fit service using a sender's priorities and decision patterns, while keeping the reasoning visible.
BUSINESS IMPACTUSER PRODUCT BUSINESS
Value for every side of the marketplace.
Better pricing
Transparent comparison and a partner discount.
More engagement
A useful decision layer instead of another dead-end list.
Sustainable revenue
Commission-based partnerships without deceptive patterns.
LEARNING & REFLECTION
Good comparison does not show more information. It makes the important difference obvious.
The next step is broader user testing, edge-case validation and an explainable AI layer that supports, not replaces, the user's decision.
INTERACTIVE PROTOTYPEOpen prototype in Figma ↗Opens in a new tab